Keeping a firm eye on consumer trends countrywide, Sasko Milling & Baking, a division of Pioneer Foods, has further strengthened its position as one of South Africa's leading food manufacturers by combining two of its most popular brands to launch an even more 'super' bread range.
The result is the new Sasko Daybreaker range, which is a combination of the popular Sasko Vitamin Enriched and Daybreaker ranges. The new Sasko Daybreaker range has been customised to take the diverse South African market into consideration.
According to marketing manager for Sasko Milling & Baking, Sonia De Witt, extensive market research has been conducted to ascertain the trends and preferences in the different geographical regions.
"In Gauteng, for example, the trend is definitely towards larger loaves and the Sasko Daybreaker range comes in the bigger 700g White and Brown Standard Sandwich Loaves as well as the White and Brown Whole Grain loaves," says De Witt.
These White and Brown Bigger Sized Sandwich Loaves are also available in the Limpopo, Free State and Kwazulu-Natal regions.
"In the Western Cape, consumers tend to prefer smaller loaves and we supply them with a smaller version of the Sasko Daybreaker White and Brown Sandwich loaves, which also weigh 700g," says De Witt.
According to De Witt, the Sasko Daybreaker White and Brown Toaster Sandwich Loaves and the 700g Dumpy range, are also very popular and available only in the Western Cape.
Sasko's marketing campaign in support of its new and more diversified Sasko Daybreaker range will be area-specific with advertisements on the large regional radio stations in the different provinces.
The marketing campaign will also be supported by an editorial media campaign, as well as exciting in-store promotions, brightly branded trucks and colourful poster campaigns.
The new Sasko Daybreaker range is available in the formal retail markets, as well as the general trade.
